The emergence and large-scale adoption of other communication platforms have left many marketers and new business owners wondering if email marketing is a dead horse in 2022. Well, with the sector predicted to reach $59.8 billion by 2032, we'd say: not a chance!

With an impressive ROI of $36 for every $1 spent, email marketing definitely leads the marketing communication race.

89% of marketers use email marketing as their top lead generation channel, and with the number of daily email users projected to reach 4.6 billion by 2025, they're right on the money.

Additionally, the mobile email marketing industry is rapidly rising, with 85% of users now accessing emails through their smartphones.

To provide a more detailed look into this steadily climbing industry, we've compiled a comprehensive list of everything you need to know about email marketing in 2022.

  • 100+ Top Email Marketing Statistics You Must Know in 2022 📧
  • B2B Email Marketing Statistics 👨‍💼
  • B2C Email Marketing Statistics 🧍‍♀️
  • Mobile Email Marketing Statistics 📱
  • Email Open Rate Statistics 📭
  • Email Usage Statistics 📨
  • Email Engagement Statistics 👩‍💻
  • Visual Email Marketing Statistics 🖼️
  • Targeted/Personalized Email Marketing Statistics 🙋
  • Email Segmentation Statistics 🗂️
  • Email Marketing Automation Statistics 🖥️
  • Email Marketing Statistics by Industry 🏢 📭
  • Email Marketing Statistics by Age 🔢
  • Email Marketing Vs. Social Media Marketing Statistics ⚔️
  • Conclusion🙌
  • 100+ Top Email Marketing Statistics You Must Know in 2022 📧

    Significant shifts in the digital landscape meant the email marketing industry underwent a few changes. Here's what that means in 2022:

    • 306 billion emails are received and sent daily, so if you're not yet leveraging email marketing for your brand—you should be! 1
    • An average email user has more than one email account. 2 In fact, technology companies suggest consumers should have up to four email accounts.
    • The 2020 pandemic saw a 7% increase in total email sends. 3
    • Apple has the highest share of email clients at 57.97% of users, just knocking Gmail from the top spot in 2022. 4
    • 99% of email users check their inboxes every day, with some users logging in up to 20 times daily. 5
    💡
    Mobile email users are rapidly increasing, with studies proving that they check their inboxes 3x more than desktop viewers. 6
    • 58% of email users view their spam folders once a day which is great news for email marketers since 85% of emails end up in the spam folder. 7
    • Adults between the ages of 25 and 44 have the highest email usage rate at 93.6%, with most received and sent mails involving business matters. 8
    • The sweet spot for marketing email sends is 6.21 per week, although most marketers claim this highly depends on industry and audience feedback. 9
    • 64% of small businesses leverage email marketing to build awareness and connect with their audience. 3
    • 75% of businesses use email marketing technology for their campaigns. 10
    • 49% of consumers want to receive emails from brands that contain offers such as discounts and coupons. 11
    • Email campaigns offering coupons have a five times higher purchase rate than regular emails. 12
    💡
    Email marketing is clearly a preferred channel by both marketers and consumers, and that doesn't seem to be changing anytime soon.

    Even with the emergence of shiny new social platforms, audiences trust email communication and would rather use it for purchases.

    As the number of email users grows, automation software seems to be prevalent among small and large companies. Using automation tools helps with email personalization and will definitely be a trend that leads the email marketing race.

    So, what are the financial implications of these trends, and is email marketing really that cost-effective? Let's find out.

    The email marketing sector will reach an expected $12.4 billion in 2022, with further growth to $59.8 billion predicted by 2032. 13
    • Self-managed email marketing campaigns cost between $9 and $1000 per month. 14
    • 82% of marketers spend up to 20% of their budget on email marketing. 14
    • 37% of brands will increase their email marketing budget in 2022, which may be largely due to the high ROI and impressive conversion statistics. 4
    • According to respondents, Salesforce Marketing Cloud was the most favored email service provider (ESP) in 2021, with MailChimp coming in a distant second. 1
    • Using a professional email service provider costs between $300 to $5000 for low and middle-level plans, while higher-end services can go up to $5000+. 14
    • Email marketing produces an ROI of $36 per dollar spent, which is much higher than other advertising platforms. In some industries, ROI for email marketing can be as much as $44 per $1. 4
    • Retail, eCommerce, and Consumer Goods reported the highest email marketing ROI. 4
    • Businesses are increasingly optimizing emails for mobile since 70% of consumers delete emails that don't read well on their smartphones and tablets. 15

    As we move further into the digital age, email marketing spend grows significantly. However, the impressive ROI associated with it means that businesses are benefiting hugely from a good email marketing strategy.

    💡
    Despite the accelerated popularity of social media platforms, most marketers agree that spending more of their budget on email is on their to-do list for 2022.

    It's also worth noting that while self-managed email campaigns are more cost-effective, most brands employ some form of email marketing software to ensure they remain ahead of the competition. This has significantly impacted email open and click-through rates, as you'll note below.

    • Email open rates and click-through rates have increased since the pandemic in 2020. It seems that online shopping culture is here to stay. 3
    • The average email open rate across all industries in 2022 is 16.97%, and the click-through rate is 10.29%. 16
    • Consumers spend approximately 10 seconds reading brand emails which gives businesses just enough time to close a sale if their CTA is located near the top of the email. 1
    • 48% of recipients will open an email based on the subject line, while 55% will read an email because they recognize the brand. 7
    • Emojis in an email subject line yields a 56% higher email open rate. Emojis and video content in emails are highly favored as the consumer base moves to the Gen Z demographic. 3
    • Using GIFs in an email can improve click-through rates by 26%. 17
    • Weekends have the worst click-through and open rates, while Tuesdays and Thursdays remain the best time to send emails. 5
    • Personalized subject lines have a 22% open rate. Consumers not only prefer personalized offers now—they expect it! 18
    • Segmented email campaigns have an average open rate of 94%. 19
    • Adding "fw" to the subject line reduces email open rates by 17%. 18
    • Adding "Re" to a subject line can yield open rates as high as 90%. 18
    • The average email unsubscribe rate across all industries is 0.1%. 3
    💡
    Email open rates differ across industries and depend on various factors such as the day its sent, subject line, length of content, type of content, and audience personalization.

    Since the covid-19 pandemic, marketing email open rates and click-through rates have increased as more and more people took to online shopping.

    Now, consumers not only prefer offers in their inboxes but expect them. Marketers have capitalized on this and constantly tweak their email campaigns to generate the highest ROI.

    • Sales teams spend approximately 13 hours per week on email marketing content. 20
    • Cold emails generate a 2x higher ROI than cold calling. 21
    • 4.24% of consumers make a purchase after viewing a marketing email. 3
    • Emails with 35 lines of text have a 60% higher click-through rate than 20-line emails. 18
    • Including video content in emails improves clicks by 300%. Most users find it easier to absorb and retain visual information than to read blocks of content. 18
    • Consumers who receive promotional emails spend 138% more than those who don’t receive email offers. 18
    • Abandoned cart recovery emails have a 40% open rate, which significantly impacts overall sales. 22
    • Call-to-action buttons in an email increase click-through rates by 28%. 3
    • Personalized emails generate a 760% revenue expansion since consumers respond well to customized offers. 3
    • Brands with email lists of 1000 to 5000 subscribers should send an average of two weekly emails, while lists exceeding 10000 subscribers do better with daily emails. 16
    💡
    Clearly, there is no set method for generating sales on every email campaign. It takes a lot of testing to understand your audience and what will get them to make those transactional clicks.

    There's no argument that email marketing works! But as personalization and video content become major players, marketers and consumers may be left wondering if another platform would do better at marketing—say, social media...

    • Social media has a greater reach, but email marketing has better conversion rates. 5
    • Email has more than 4 billion active users, while popular social media apps like TikTok and Facebook have just over 1.2 billion and 2.8 billion active monthly users, respectively. 5
    • Email is one of the top three platforms for sharing business content. 23
    • 58% of internet users check their email inboxes before browsing through other communication or social media platforms. 5
    💡
    Social platforms like Facebook, Instagram, and TikTok require users to have an email account for more personalized interaction, so email users will always outweigh social media users. 
    • Emails are 40% better at converting leads than Facebook or Twitter. 23
    • 66% of respondents feel email is safer than social media for sharing confidential information. 23
    • Return on Investment for email marketing is 100% higher than paid advertising. 24
    • 60% of consumers will subscribe to a brand's email list, while only 20% will follow brands on social media. 3
    • Most marketers use social media to grow their brand's email list. This integrated approach is only set to increase in the coming years. 3

    Well, if you were curious, now you know. The benefits of a permission-based marketing strategy like email outweigh social media in terms of engagement, number of users, and lead conversion.

    But this doesn't have to be an email vs. social media battle. Each platform has its uses, and an integrated marketing approach will be much better as an overall strategy.

    While consumers love receiving brand emails, too many could leave you in the spam folder. That's where social media platforms come in. Now you can distribute your content in a way that grows your brand's awareness and keeps your audience engaged (and less annoyed).

    💡
    Speaking of integrations, besides social media, there's one more we think is essential to your email marketing success—automation software.
    • One-off emails or campaigns average a 1.42% click rate in 2022, while automated emails produce a 5.82% average click rate. 22
    • Sending targeted emails with automation software has an 18x higher revenue increase possibility. 25
    • The conversion rate of automated welcome emails is 52%, leading many businesses to employ a stack of automation tools for their email marketing strategy. 26
    • 59% of email marketers believe they would save 6 hours per week by using automation software for their emails. 27
    • 50% of Small and Medium Businesses (SMBs) use email automation for their drip campaigns. 1
    • Triggered personalized email campaigns generate 75% more email revenue than regular one-size-fits-all promotional campaigns. 3
    • Email automation help businesses in three main ways, they save time by 30%, generate a 17% increase in revenue, and improve lead generation by 22%. 3
    • Email marketing automation software is twice as effective as blast software in producing new leads. 25
    • Automated email campaigns deliver 21% of total marketing revenue. 3
    While automation may have seemed impersonal in the past, now automation can actually help you connect with your audience on a better level.

    Consumers want immediate contact even if they've subscribed to your list at 2:30 in the morning.

    And the email marketing stats indeed confirm those sentiments as automation generates more leads and more revenue.

    So far, our email statistics have focused on raw data in the market, but let's find out directly from consumers what they think of email marketing.

    • 46% of consumers prefer email communication from businesses and brands. 28
    • 84.3% of consumers report checking their email at least once per day. 15
    • Around 86% of business professionals prefer emails over any other digital communication. 27
    • 65% of email users prefer brands using more images than text in an email. 15
    • 73% of millennials would rather have businesses communicate with them via email. 29
    • In the US, 64% of consumers said they'd likely open an email if there was a deal in the subject line. 30
    • 49% of email users prefer weekly emails from brands. 3
    • 33% of respondents prefer receiving product review requests. 3
    • 50% of consumers purchase through marketing emails at least once a month. 15
    • 43% of email users will not think twice about reporting an email as spam. 15

    Consumers love good deals, so they don't mind receiving promotional emails as long as it's relevant. They also want to feel like they're getting something out of the interaction, so a discount coupon or even a personalized purchase suggestion can have high click-through rates.

    💡
    Contrary to many's beliefs, consumers don't ignore or delete every advertising email they come across, but they're also unafraid to report your brand as spam if they feel you're crossing the threshold of intrusive emailing.

    In addition to consumers' feelings about email marketing, we think it's also important to jump across the lake and find out what marketers have to say about this content distribution strategy.

    • 80% of marketers claim they would give up social media if choosing between social media and email marketing. 15
    • 58% of marketers swear personalized emails increase customer satisfaction. 18
    • 89% of marketers use email as their number one lead generation strategy. 18
    • Email newsletters are a crucial part of content strategies for 40% of B2B marketers. 15
    • 47% of marketers believe that high-priced automation software is worth it. 31
    • 78% of email marketers have witnessed an increase in engagement over the last year. 15
    • Signatures accompanying a photo at the bottom of emails receive 32% more replies than those without. 15
    • 78% of marketers currently using video in their email campaigns claim it increases ROI. 18
    • B2B marketers send an average of one email marketing campaign per 25 days. 15
    • 53.5% of email marketers prefer single opt-in, and 46.5% believe double opt-in will be better when getting users to subscribe to their brand's email list. 15
    • 35% of B2C marketers email their customers 4 to 5 times weekly, while 17% email their customers only once a month. 15

    Marketers know that email is the best platform for lead generation and conversion, but they also recognize that email marketing is evolving. Newer digital tools can improve the effectiveness and revenue of email campaigns but they also require a larger percentage of the budget.

    Still, the general consensus among marketers is that email marketing is worth it, and they would choose it over other communication methods to build relationships with their customers.

    Now that we know email marketing is indeed king as a content distribution strategy let's delve deeper into what type of email content fairs the best.
    • Autoresponder or welcome emails have an open rate of 26.47%. 32
    • Newsletters as an email content type also fair well with an 18.76% open rate. 32
    • For every 12.5 billion spam emails sent each year, one will receive a reply. 33
    • Transactional emails which are sent to confirm customer purchases have one of the highest open rates at 80+%. 34
    • On their own, open rates for promotional emails average 21.33%, but if personalization is used, that figure jumps to 22.63%. 34
    • Abandoned cart emails have a staggering open rate of 45%. 34
    • Cart abandonment emails have better open and click-through rates if sent an hour later. 22
    • A series of abandoned cart emails are 69% more successful than a once-off email. 22
    • Review request emails with a question mark in the subject line can increase open rates by 15.7%. 34
    • 67% of Gen Z's and 59% of Millennials use mobile devices to read emails. 35
    • Email opt-in rates across industries average at 1.97%. 3
    💡
    On average, consumers unsubscribe from a brand 70 days after opting in if they’re not satisfied with the offerings.
    • 77% of email unsubscribes come from people who haven’t purchased anything from the brand. 3

    Welcome, transactional, and abandoned cart emails have the highest open rates; however, newsletters are also an important method of communicating brand values to consumers.

    Basically, email marketing works, and it works well. Whether you're leading marketing efforts for a large organization or starting off as a solopreneur, your consumers will expect some form of email communication. Just remember to customize your strategies and optimize the emails for all devices.

    B2B Email Marketing Statistics 👨‍💼

    There has been much research and study done on B2B email marketing due to its high success rate as a marketing strategy.

    We've gathered a bunch of the most useful B2B email marketing statistics in 2022 so you can really see what's going on in this always-changing industry.

    • Email newsletters are the most common content marketing strategy for 81% of B2B marketers. 15
    • The average open rate for B2B email rates is 15.1%, slightly below the overall average across industries. 3
    • 93% of B2B marketers use email to distribute their brand's content. 15
    • 85% of B2B organizations use and would pay for email marketing software to meet their automation and content distribution needs. 15
    • B2B marketing emails have a 23% higher open rate than B2C emails. 5
    79% of B2B marketers claim email marketing is the most successful content distribution channel. 15
    • 64% of content marketers feel email engagement provides valuable insight into B2B content performance. 15
    • 58% of marketers spend more than two weeks composing a single email. An increase from previous years. 18
    • Companies with the highest open rates send two emails per month however, more than 50% of marketers believe email send frequency will always depend on the audience. 16
    • The percentage of Small and Medium Businesses (SMBs) that use email automation for their drip campaigns is 50. 15
    • 86% of businessmen and women would choose email over other digital communication platforms. 18
    • B2B marketers send an average of one email marketing campaign per 25 days. 15

    It's easy to see why 59% of B2B marketers label email as their number one revenue generation platform. 5

    Professionals trust email communication and prefer it to conduct transactions, so spending more of their budget on email is definitely something all B2B marketers should be looking at.

    B2C Email Marketing Statistics 🧍‍♀️

    Email marketing is also extremely effective for all B2C companies. Organizations can attain increased shoppers and sales, better customer relationships, and accelerated brand awareness.  

    Take a look at how we translated all of that from actual figures by consumers and B2C marketers themselves.

    • 58% of consumers check their email inbox first thing in the morning. 15
    • 40% of consumers have at least 50 unread messages in their inboxes. 15
    • 15% of consumers would like to receive daily emails from organizations they do business with, while 86% would prefer monthly promotional emails. 15
    • 87% of B2C marketers use email automation as a key part of their marketing strategy. 15
    • 50% of consumers buy products from marketing emails at least once every 30 days. 15
    • 52% of BCB organizations don’t send mobile-friendly emails. 3
    • Consumers state that email is the number one way they discover coupons from brands. 15
    • 59% of respondents report email marketing has swayed their purchasing decisions. 15
    • 83% of consumers don't mind sharing their data to receive a personalized experience. 36
    • More than 50% of young adults and teenagers use email to make online purchases. 3
    • 23% of consumers use a secondary email address to receive marketing content. 7
    • 75% of B2C marketers rate customer communication as a top priority. 36
    • 30% of marketers consider email deliverability a challenge. 3
    • 4.24% of consumers make a purchase after viewing a marketing email. 3
    • 35% of B2C marketers email their customers 4 to 5 times weekly, while 17% email their customers only once a month. 15
    • Cold emails yield a 2x higher ROI than cold calling. 15
    💡
    Email as a form of B2C marketing is here to stay (and expand). Consumers actually prefer hearing from brands in this way and will most likely spend if they're offered incentives like discounts and freebies. 

    The data also reveals that there's more of a market with email since the buying sector has even moved into teenagers. Leveraging a good email marketing campaign with personalized offers will surely achieve high open and click-through rates in the B2C market.

    Mobile Email Marketing Statistics 📱

    Mobile devices up the convenience level for checking email inboxes. The large-scale use of smartphones and tablets for email interaction has been on the rise and is set to increase even more.

    For this reason mobile optimized emails are mandatory for all companies if they want to increase their revenue. Here's a look at the latest mobile email marketing stats.

    • 42.3% of users delete emails that are not optimized for mobile devices. 37
    • Mobile email views outrank desktop views by up to 3x. 37
    • 85% of users access their inboxes on a mobile device. 38
    • 36.3% of global email opens are done through mobiles. Despite this growing trend, 20% of marketing campaigns are not optimized for mobile. 38
    • More than 33% of business professionals use mobile devices to check their emails.  39
    • A whopping 75% of Gmail users read their emails on a smartphone or tablet. 40
    • Apple’s email application is the most used platform for mobile emails. 40
    • One out of three email clicks is generated through mobile. 3
    There’s a 65% higher chance that visitors will view your website after reading a mobile email. 3
    • Mobile optimization is the second most popular email marketing strategy being used by brands today. 39
    • 60% of shopping orders on 'Black Friday' 2020 were generated through smartphones. 3
    • A predicted 1 in 3.2 adults will search for clothing items on their phones in 2022. 3

    As you can see, mobile email usage is something all marketers should be thinking about. It's a positive shift since mobile device opens means consumers can check their emails anywhere at any time!

    It doesn't require a big shift in your marketing strategy, just a few tweaks or possibly the adoption of effective martech tools that can help.  

    Email Open Rate Statistics 📭

    Email open rates are one of the most important indicators that consumers are interested in your brand. It's calculated by measuring the number of users who opened your mail over the number of emails that were sent out initially.

    A good measure of a well-performing email campaign is open rates that are on par with industry averages.

    💡
    Since open rates vary across different sectors, it's best to compare your results with competitors in the industry to ensure you're ahead of the curve.

    Below is a comprehensive list of email open rate statistics to help you with your brand strategies.

    • Email open rates across different industries average at 16.97%. 16
    • 23% of email opens happen within the first 60 minutes of delivery. 3
    • A successful email campaign or once-off promotion should yield email open rates between 17 - 28%. 17
    • Mobile emails have an open rate of 41.9%, while desktop staggers behind with only 16.2%. A clear indication that mobile email optimization is vital in any marketing plan. 37
    • The Apple Mail Privacy Protection (Apple MPP) launched late last year and has increased open rates by 8%. 40
    • 33% of users open an email because of the subject line. 7
    • Subject lines with 6 to 10 words have better email open rates. 18
    • The word "video" in a subject line could improve open rates by 6%. 18
    • Visual content like emojis in subject lines triggers a 56% higher email open rate. 3
    Adding personalized subject lines to your emails yields a 22% open rate. 18
    • Including the recipient's first name can boost open rates by 13 to 28%. 18
    • Segmented email campaigns have an average open rate of 94%. 19
    • Regarding the types of emails you send, each has different success levels based on the open rate. Welcome emails have an open rate of 26.47%. 32
    • Transactional emails which are sent to confirm customer purchases have one of the highest open rates at 80+%. 34
    • Newsletters fair pretty well with an 18.76% open rate. 32
    • Abandoned cart emails have a staggering open rate of 45%. 34
    • Open rates for promotional emails average 21.33%. 34
    • Automated emails have an average open rate of 50%. 19
    • Using “Re” in a subject line produces high email open rates of 90% and higher, while adding “fw” to subjects reduces open rates by 17%. 18
    • Emails without a subject line have an 8% higher open rate than emails with a subject line. 18
    • Mondays have the highest email open rates at 22%, while Sundays have the lowest at 20.3%. However, it may be important to note that while more emails are opened on Monday, Tuesdays have the most click-throughs. 3
    • 34.9% of marketers reported that their brands' highest email open rates were between 9 am and 12 pm. 18
    • Financial industry emails have the highest open rates at 27.1%. 3
    • The retail sector has the lowest email open rates at 17.1%. 3
    • In a worldwide study of email open rates, Australia ranked the highest at 20.6%, while Europe, the Middle East, and Africa came in second at 19%. 3
    💡
    45% of email subscribers will open an email based on who it's from. 18
    • Amusing subject lines have better open rates than traditional subject lines. 18
    • The promotions tab in Gmail has a lower open rate than the primary inbox. 3
    • Adding preheader text to your email can increase open rates by 3%. 18
    • In an email open rate study, companies that sent one weekly email had the highest open rates. 18
    • Spelling errors in your subject line can drastically reduce open rates as most email users expect professional content from businesses. 17
    • 69% of recipients report emails as spam based on the subject line. 3

    There are many factors to a recipient opening your email, but the subject line is undoubtedly the key element.

    Subject lines have evolved over the years; the widespread usage of emojis and video content has left users expecting more from email communication with brands.

    Additionally, subscribers always expect personalization, which is often the deciding factor on whether your email will be opened.

    Timing, the "from" line and mobile optimization are also important in getting an email opened. In fact, if your subject line or preheader text does not read well on mobile, the email might be deleted before it's opened.

    Overall, it appears that knowing your audience and what they respond to will help increase open rates. A/B tests and segmentation will help greatly in this regard.

    Email Usage Statistics 📨

    Email is one of the oldest digital communication platforms, and despite the growth of newer social networks, email still has the largest amount of users.

    In fact, its popularity is still on the rise in a variety of industries. Here's a quick look at our exhaustive list of email usage stats.

    • The past five years have seen a steady increase in email usage, with 2025 expected to have 376.4 billion emails sent daily. 1
    • Average email users have 1.75 email accounts, and that number is expected to rise as most people have separate emails for promotions. 2
    • There will be 4.6 billion global email users by 2025. 1
    • Email usage increased by 7% due to the 2020 covid pandemic. 3
    • Around 99% of users view their email inboxes every day. 5
    • Mobile email views get 3x more views than desktop. 3
    • 58% of Gen Zs check their emails multiple times per day and often prefer email to communicate with businesses. 7
    • The highest email usage (93.6%) comes from adults between the ages of 25 and 44. 8
    • People aged 65 and over have the lowest email usage at 84.1%. 8
    • Apple has the greatest share of email users in 2022 at 57.97%. 4
    • Outlook and Gmail dominate business email usage with a combined market share of 63%. 4
    • Email is the primary lead generation source for 87% of marketers.  18
    • 58% of users check their spam folders at least once a day. 15
    • The U.S has the most daily email sends with close to 10 billion.  However, more than 80% of these are labeled as spam. 1
    • The Netherlands has the lowest number of emails sent and received daily at 8.29 billion, just falling below Brazil at 8.32 billion. 1
    💡
    9 out of 10 marketers use email as an organic content distribution strategy. 15
    • There are around 127 business emails sent every day per user. 1
    • 80% of SMBs use email as a method to retain and engage with existing customers. 1
    • 24% of email recipients check their email multiple times per day, while 19% viewed their inboxes as a notification arrives. 15
    • More than 80% of workers will check their email inboxes outside of business hours. 15
    • Email unsubscribe rates across industries are around 0.1%, while opt-in rates average 1.97%. 3
    • 95% of Baby Boomers actively use email to communicate with businesses and for personal interactions. 41
    • 52.8 billion Gen Xers are daily internet users and are likely to read an email. 41
    • Millennials can spend up to 6.4 hours a day reading emails. 41
    • 64% of Gen Zs like personalized email communication from brands. 41
    • 78% of teenagers have an email account and actively use the platform. This makes sense considering most app stores and social media networks require an email address to sign up. 15
    • Email beats social media in terms of subscriber count and targeted engagement. 23
    • Approximately 149,513 emails are sent per minute. 1
    • 24% of U.S citizens are concerned that they spend too much time checking their email inbox.
    • 40% of survey respondents have admitted to trying an email detox at least once. 15
    • 42% of U.S citizens read emails while in the bathroom, while 69% check their inboxes even while watching a movie. 15
    Email usage seems to be prevalent across many industries and age groups.

    While most of the sends and opens come from business-related content, younger users also spend a fair bit of time checking their inboxes.

    If these email usage stats are anything to go by, marketers everywhere should be rejoicing. Investing in the email marketing sector will not only help businesses improve their revenue but also future-proof their brand's authority as email usage increases in the coming years.

    Email Engagement Statistics 👩‍💻

    Email engagement helps you identify if your campaigns are successful and is ultimately what generates your revenue.

    It can range from click-through rates to subscribers sharing your content or replying to your emails.

    More than 50% of marketers feel that email engagement has grown over the past year. Let's have a look at the stats to see if this is true and why email success rates are improving.

    • 47% of subscribers will open an email if the subject line is appealing. This offers much better view time and audience engagement than social media, where organic views depend on algorithms. 7
    • Email users are 3.9x more likely to share brand content on other communication platforms. 23
    • Email marketing boasts higher click-through and sales rates than organic search engines or social media. 23
    • Questions in email subject lines can increase open rates and views by 10%, while emojis in a subject line can increase views by 56%. 18
    • While average email unsubscribe rates are lower than 1%, the top reasons for users unsubscribing seem to be; irrelevant emails (43%), too many emails (59%), and they don’t remember signing up to the mailing list (43%). 3
    💡
    Call-to-action buttons in an email are 28% more effective than link-based call-to-actions. 5
    • 45% of users will not open an email if they don't recognize the sender. 34
    • Video thumbnails can improve email clicks by 50%. 34
    • The average email conversion rate across industries is 15.22%, which makes it an effective channel for generating engagement and revenue. 3
    • The average response rate across cold emails is between 1 and 5%. 40
    • When the word newsletter is in an email subject line, open rates decrease by 18.7%. 32
    • Around 84.3% of consumers claim they check their inbox at least once daily. 5
    • Cart abandonment emails have a 29% click-through rate and are the best at gaining additional conversions. 22
    • 75% of B2C consumers and 80% of B2B audiences actually expect regular interactions with brands. 3

    The increase in email engagement can be attributed to marketers keeping up with what audiences want. Optimizations for different devices and proper loading time of visuals also help with boosting the click-through rate.

    While the gap between open rates and click-through rates is disproportionate, there's no doubt that new and more personalized efforts have convinced consumers to read their emails and even purchase from this digital platform.

    Visual Email Marketing Statistics 🖼️

    Visual media is eye-catching and more easily retainable than text-based content. And since advertising is all about standing out in the eyes of your customers or potential customers, leveraging media in your email content is a must!

    But don't just take our word for it; here are some visual email marketing stats that will definitely convince you.  

    • Only 6.9% of email subject lines contain an emoji, but they can potentially improve open rates by 56%. 3
    • 44% of consumers are more likely to purchase products when the promotional email contains emojis. 3
    • Images and infographics in emails have a 6% better open rate and a 2% improvement in click-through rates. 3
    • If an email is unoptimized for images and takes longer than 5 seconds to load, 74% of recipients would delete the entire email. 15
    • 32% of marketers believe visual content is their brand's most important form of content. 18
    More than 50% of email users prefer the content to contain more visuals than text. 28
    • Adding the word “video” in an email subject line increases open rates by 19%. 18
    • 86% of consumers want to see more video content from brands. 18
    • Welcome emails containing a video have click-through rates of 96%. 32
    • GIFs in email marketing campaigns are used by 51.28% of marketers. 17
    • 88% of marketers believe that video content produces a better ROI. 18

    Different types of visual content in an email subject line or within the body have the potential to skyrocket open and click-through rates.

    And with more than 80% of consumers actively stating they want more video content from brands, it's definitely time to incorporate visuals in your email campaign.  

    Targeted/Personalized Email Marketing Statistics 🙋

    Personalized email content is a top method for rapidly improving your open rates, according to most marketers.

    Rather than finding it intrusive, most consumers prefer it and are willing to share their data for more personalized offers. Just take a look at the amazing stats personalized emails have produced.

    • Personalized emails have 6x higher transaction rates than non-personalized emails. 18
    • Email open rates increase by 26% when marketers personalize content and subject lines. 3
    • 74% of marketers saw an increase in audience engagement after using personalized emails. 3
    • Targeted emails can drive 3x more revenue than broadcast emails. 19
    • 55% of consumers admit they like email messages with offers in the subject line that are relevant to their needs. 18
    💡
    Personalized call-to-actions have a 202% higher conversion rate than general call-to-actions. 18 
    • 66% of marketers are restrategizing to include more personalized content. 2
    • 72% of consumers state they only engage with personalized messages. 18
    • 84% of consumers claim they want brands to treat them as a person, not a number. 3
    • 70% of millennials are annoyed with irrelevant brand emails. 35

    Personalization is the way of the digital future. Chances are most email users will delete any emails that they don't find relevant.

    So it's important to grow your email list and properly segment your audience to ensure they receive the best-personalized offers.

    Even something as simple as including the recepient's name in subject line can improveyour open rate.  

    Email Segmentation Statistics 🗂️

    The power of segmentation can do wonders for your email campaign. Additionally, it's a trend that you can't really use on other communication platforms, so if you're not segmenting your email list, you're missing out!

    If you're wondering what the success rate of email segmentation is, here are some stats that will definitely impress you.

    • Segmented email campaigns have a 14.31% higher open rate and a 100.95% greater click-through rate than non-segmented campaigns. 18
    • The unsubscribe rate for segmented campaigns is 9.37% lower than for non-segmented emails. 3
    • Standard email marketing campaigns generate 3x lower revenue than segmented campaigns. 3
    • Personalizing your emails for each segment of your audience yields 6x higher transaction rates. 32
    • 33% of organizations segment their subscribers according to demographics. 3
    • 30% of marketers improve email engagement with their customers through segmentation. 18
    Segmented email campaigns drive a 760% revenue increase. 18
    • Millennials spend the most time checking their emails, so you'll want to make sure you segment your list accordingly. 35

    The stats speak for themselves, and they make a lot of sense. Using different marketing techniques on specific subsets of your audience will greatly enhance the performance of your email campaigns and drive that revenue.

    Email Marketing Automation Statistics 🖥️

    Automation is a widely accepted trend by most marketers, considering it saves time and provides real-time interaction with consumers or leads.

    When it comes to email campaigns, most small and large organizations use automation to better target their audience. This has led to much higher revenue for brands. Let's have a look.

    • 50% of SMBs utilize email automation software for their drip campaigns. 31
    • 47% of marketers claim that email automation is worth it. 31
    • 65% of marketers automate their email marketing campaigns. 27
    • It's predicted that the marketing automation industry will have a year-over-year growth of 7.33% in 2022. 27
    • Organizations that use email automation software generate 2x more leads. 27
    • 68.5% of marketers swear email marketing automation enhanced their targeting. 31
    • Email automation saves businesses time, increases revenue, and improves lead generation. 31
    • The average ROI for marketing automation is $5.44 per $1. 27
    • 21% of marketing revenue comes from automated email campaigns. 31
    💡
    Automated emails produce 320% more revenue than non-automated emails.
    • 26% of businesses that don't use automation plan on adopting it soon. 3
    • 43% of marketers believe marketing automation improves customer experience. 3
    • 39% of marketers claimed they lacked the training and skills to utilize automation tools properly. 5

    Clearly, email automation has a positive impact on email campaigns, and it's a trend that's on the rise.

    However, the lack of experience most marketers have when it comes to automation software could pose a potential roadblock to the expansion of this trend.

    But there are many tools available now to manage the entire automation process. And it seems like companies won't mind forking out for these because automation is definitely worth it.

    Email Marketing Statistics by Industry 🏢

    Email marketing metrics are best measured according to industry. This allows businesses to see how they fare with competitors.

    infographic

    Here's a list of each industry's email open rates and click-through rates to provide better insight into what consumers prefer reading.

    • Email open rates across the consumer goods industry average at 20%, with clickthrough rates of 1.9%. 3
    • Email open rates across the financial services industry average at 27.1%, with clickthrough rates of 2.4%. 3
    • Email open rates across the food and beverage industry average at 18.5%, with clickthrough rates of 2%. 3
    • Email open rates across the government and politics industry average at 19.4%, with clickthrough rates of 2.8%. 3
    • Email open rates across the healthcare industry average at 23.7%, with clickthrough rates of 3%. 3
    Email open rates across the marketing industry average at 20.5%, with clickthrough rates of 1.8%. 3
    • Email open rates across the nonprofit industry average at 26.6%, with clickthrough rates of 2.7%. 3
    • Email open rates across the retail industry average at 17.1%, with clickthrough rates of 0.7%. 3
    • Email open rates across the technology industry average at 22.7%, with clickthrough rates of 2%. 3

    The financial services and non-profit industries have the highest email open rates, with click-through rates averaging 2.5%.

    However, it's important to note that these rates fluctuate quite frequently, and major events like the 2020 covid-19 pandemic also influence open rates for specific industries in major ways.

    Email Marketing Statistics by Age 🔢

    Generational marketing refers to advertising strategies based on the recipient's age. Many may wonder if this type of segmentation is necessary, but just as we can break up email users by gender (91.1% women and 89.4% men), we can separate email marketing stats by demographic.

    Baby Boomers (57 - 75 years)

    • 74% of Baby Boomers consider email the most secure channel for advertising. 41
    • 78% of Baby Boomers actively use and enjoy digital communication platforms. 41
    • 95% of Baby Boomers use email as a form of communication. 41
    • One in five Baby Boomers feels excluded from brands' marketing efforts. 3
    • Baby Boomers have embraced email shopping and even spend more on each purchase. 30
    • 42% of baby boomer respondents claimed they would buy the premium version of a product. 41
    💡
    92% of Baby Boomers use online shopping platforms at least once a month. 41
    • Baby Boomers prefer long-form content in emails. 41

    Gen X (41 - 56 years)

    • Gen Xers produce 31% of total income in the US. 4
    • 54% of Gen Xs feel ignored by brands on digital communication platforms. 41
    • 52.8 billion Gen Xers use the internet daily and will likely open an email. 41
    • Gen X is more likely to read the same email on multiple devices before making a purchase, so optimization across devices is crucial. 5
    • Personalization and segmentation are excellent email marketing strategies for Gen Xers. 18

    Millennials (25 - 40 years)

    • 44% of millennials had an email account before they turned 15. 29
    • Millennials are 63% more likely to be persuaded by advertising emails. 29
    • 23% of millennials have five or fewer unread emails in their inboxes. 3
    💡
    Millennials spend up to 6.4 hours per day checking their emails. 3 
    • 81% of millennials would likely check their emails while on vacation. 29
    • Millennials have the highest email engagement rates with brands. 41
    • Millennials prefer short and to-the-point emails from marketers. 41

    Gen Z (9 - 24 years)

    • 25% of Gen Zs check their email inbox first thing in the morning. 41
    • 64% of Gen Zs prefer personalized email communication from brands. 41
    • 58% of Gen Zs check their inboxes multiple times in one day despite receiving fewer emails than older generations. 5
    • 53% of Gen Zs admit to liking brand emails. 5
    Gen Zs prefer humor, honesty, and positivity in their email content.

    According to the stats, email marketing is alive and thriving in all demographics, but their expectations from brands differ significantly.

    Through email segmentation, you can keep all your customers and leads happy (despite their age), resulting in better revenue generation for your brand.

    Email Marketing Vs. Social Media Marketing Statistics ⚔️

    There's a big debate regarding email marketing vs. social media marketing. Most marketers say there's no question that email is a better marketing strategy, but there are still a lot of social media advertising plans floating around.

    Here's a look at the stats so you can decide who really wins this marketing communication race.  

    • Email marketing has better conversion rates, but social media offers greater audience reach. 23
    • Email has more than 4 billion active users, while popular social media apps like TikTok and Facebook have just over 1.2 billion and 2.8 billion active monthly users, respectively. 1
    • Email is one of the top three platforms for sharing business content. 3
    • 58% of internet users check their email inboxes before browsing through other communication or social media platforms. 18
    • Social media has better audience engagement rates than email. There's also the ability to post more visual and video content. 23
    💡
    Emails are 40% better at converting leads than Facebook or Twitter. 20
    • 66% of respondents feel email is safer than social media for sharing confidential information. 37
    • 60% of consumers will subscribe to a brand's email list compared to 20% who will follow brands on social networks. 37
    • 47% of marketers believe email is their most effective channel, while 39% would choose social media. 3
    • Email marketing has a better ROI than social media. 1

    If we really had to pick between email marketing and social media, we'd have to go with email.

    However, we don't have to choose! An integrated social and email approach will work much better in improving customer service for your brand and retargeting email audiences.

    Email marketing and social media marketing are used for different purposes and should therefore be used in tandem to drive the most sales for your business.  

    Conclusion 🙌

    The email marketing stats we've listed will help you decide where to invest your time and money in terms of future-proofing your email marketing strategy.

    As we've seen, the email industry is growing each year, and the way you use this platform to communicate with your audience should also be evolving.

    Mobile optimization, personalization, segmentation, and visual media are just a few ways to up your email marketing game right now.  

    Sources

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